While we are still reviewing the FDA Deeming Regulation document released April 24th, we endorse the FDA's goal of ensuring that e-cigarette products are reliable, safe, and consistent. We also support the FDA's proposal to ban sales of e-cigarettes to anyone under 18. We've long maintained that these products are for adult smokers only.

We're disappointed, however, that the FDA proposes to regulate electronic cigarettes as if they were traditional, combustible cigarettes. While many e-cigarettes may look like traditional cigarettes and they help simulate the smoking experience, there is virtually no resemblance between the two product categories. FDA itself has acknowledged that current scientific research does not support e-cigarette regulation in the same manner as that for combustible tobacco products.

More specifically, current tobacco product regulations dictate that new products require FDA approval, which is a lengthy and arduous process. If this rule is applied to electronic cigarettes, it will stifle the development of innovative new products and impede customer access to smoke-free alternatives.

The electronic cigarette is based on a groundbreaking technology that offers enormous potential as an alternative to combustible cigarettes known to be harmful to millions. We urge FDA and legislators to recognize this viable new product category and develop regulations accordingly.